Contraction in consumption, frenetic way of working, goals to be achieved. This is the modern entrepreneurship, a sector which is more and more becoming numbers, tables and rates, but less and less humanity, kindness and interpersonal relations. But not all entrepreneurs are alike: Brunello Cucinelli, in his company, applies a new philosophy, namely humanistic capitalism which has become a sign of excellence worldwide. A change of gear towards his most important challengers.
“I believe in a humanistic enterprise: business should comply in the noblest manner with all the rules of ethics that man has defined over the centuries. I dream about a form of humanistic modern capitalism with strong ancient roots, where profit is made without harm or offence to anyone, and part of it is set aside for any initiative that can really improve the condition of human life: services, schools, places of worship and cultural heritage“.
What’s humanistic capitalism according to Brunello Cucinelli?
The humanistic capitalism created by Brunello Cucinelli places people, workers and territory at the centre. Employees have limited working time, lunch break is one hour and half long, they can have lunch in the canteen and the working day ends categorically at 5:30 pm: business emails outside office hours are forbidden. A philosophy which protects workers and grants them their dignity.
Cucinelli draws this new corporate philosophy from his family. From his father, that was farm and factory worker: exhausted and butchered by shift work but also humiliated by other people because of his farmer’s clothes. On the basis of these memories humanistic capitalism is born. Not only place for people but also for the territory and the transmission of knowledge to new generations.
Territory and new generations
His humanistic capitalism provides also that his company produces exclusively within the territory and that part of the gains should go to Solomeo, premises of the company, for social works. Over the years Brunello Cucinelli built a library, a theatre and an amphitheater, he restored ancient buildings (for example the Medieval Castle) and public spaces. Over the next few years there are plans to construct three parks: Parco Agrario, Parco dell’Industria and Parco dell’Oratorio Laico with vineyards, orchards and even a stadium.
Young people become repositories of centuries of experience. Brunello Cucinelli’s company created “The School of Arts and Crafts in Solomeo“, based on the ideas of John Ruskin and William Morris. Students learn particular school subjects, as “Tailoring”, “art of knitwear and textile”, “agriculture” and “masonry”. Craftmanship returns on top again, only rediscovering it and disclosing it to young students.
Humanistic capitalism is an example to follow. Because turnover is important, but it is not the only thing that matters. There are also people, their own land and the public good: all factors that we should not forget.